Why robot advisers do not always add up [FT.com - Mergermarket]
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Source: FT.com - Mergermarket
Why robot advisers do not always add up | Financial Times During the 2019 Super Bowl football broadcast, Turbo online software joined other brands — Michelob-Ultra beer and Pringles potato chips — in broadcasting adverts disparaging robots. “You’re never going to be emotionally complex enough for that job,” a woman in the Turbo commercial tells a childlike robot, dousing the computer-animated character’s ambition to become an on-demand adviser for the online tax preparation service. The Super Bowl advertisers’ bashing of automated services coincides with a recent reckoning for roboadvisory companies: as standalones, they have sputtered and failed to disrupt the incumbent investment service providers. Betterment, one of the largest robo-advisory companies, with $14bn in assets, recently offered premium-service investors access to human financial advisers. Yet even if robo-adviser businesses have failed to fully undermine their traditional human-led rivals, such start-ups deserve some
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